Our new website is coming along just fine. Take a look at it and let us know what you think.
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- Agree with Marty and Mark! I'll add a few more things...When you think about what needs to be on a page, remember that the majority of people will not scroll, so make sure you prioritize the top 2 actions you want them to take and the top 2 questions they would want answered at the top of the page/site.
For example, I would guess customers would come to your site because they are looking for a company that cleans carpets or installs flooring and they want some verification that you are reputable. Your site needs to visually answer 'What do you do' and 'Why should I trust you' then immediately direct them into the sales process - it's great to have lots of information on the site, but don't make it too easy to get distracted - you want to get them in touch with a sales person.
Here are some changes to the site header/home page that might help achieve that:
(Answer 'What do you do' and 'Why should I trust you')
Simplify the logo at the top and add "Carpet Cleaning, Flooring Installation" in text just under the logo. On the upper right side, add text that says "Serving Raleigh, Durham, and North Carolina for more than 20 years." That text answers the customer's questions and helps you optimize for your biggest SEO words (without researching I would guess they would be things like 'Carpet Cleaning Raleigh NC,' or 'Flooring Installation Durham'.)
Also add a graphic that looks like a badge with some kind of guarantee. This graphic should be click-able and open a new window explaining your guarantee and how they can hire you risk-free.
If you are well-reviewed on sites like Angie's List or even Yelp or if you have won awards - call that out too. I like the phone number at the top of the page.
(More trust-building and on to the sales process)
The home page slider and pictures should be customer pictures and testimonials on the left side, and your full "Request a Quote" form (including the services they are interested in) on the right with a check box that lets them automatically sign up for your updates/newsletter.
The internal pages of the site and blog are great for building a relationship with customers and keeping the conversation going, and the sidebar widget sign up form keeps requesting a quote the priority if they happened to come to one of those internal pages from a search engine.Nov 27, 2012
- Thanks Mark and Molly. You guys ROCK. MNov 27, 2012
- Hi Leo,
I agree with most of what has already been said. The question I always ask is "what am I suppose to do when I land on your site?" From that simple question it seems that my option is to request a free quote - for me, that CTA is too strong. I am not ready to be sold anything yet - although you don't think of it as an arm twisting, 3rd degree sales pitch, that's what the average person on the web sees it as.
I don't think you need an entire page for your specials since they're on the homepage.
Break apart the two trust signals in the right rail. Your "Save" message and your "100% satisfaction" message need to be differentiated.
Maybe instead of the first button being a sell button, you could have something like - see why people love us, and that's where you work in the testimonials and videos.
In fact, since I believe no one will actually read all the text you have to the right of the photo, you might as well use that space to make a bigger statement with the photos. Close-up and beautiful shots of your finished work.
is right when she says your first hurdle is trust and your current homepage isn't hitting that hard enough.
Your meta description for your homepage is constructed wrong. Use that as an opportunity to convince a searcher to click, not to restate what your title already says. Perhaps something like: Carpet cleaning and flooring installation by the most trusted guys in town.
I also agree that some of the more "stock" looking photos should be replaced with your own handsome mug and possibly some of your workers as well.
I don't trust your testimonials. I don't trust any testimonials that are on a site where I'm unable to add one. I also don't trust them because I know you've had clients who were unhappy with your work - it's just life.
Beyond that, you should make up those testimonials with the schema.org review data so Google will show them under your listing.
I would also link out to Yelp or Google or wherever else you have reviews to let people know you're not afraid to have them check you out - having two 5 star reviews on Yelp helps :-)
As much as I love my friends at Thee Design, get that link off the bottom of your site. Mind you, this may just be me, I also make car dealers take their advertising off my car.Nov 28, 2012
- Great note Phil thanks. MartyNov 28, 2012
- Thanks for all of the suggestions. It's obviously a huge undertaking, from me down to my kids and we appreciate all the feedback.Dec 4, 2012
- Good luck Leo and you are right. Creating anything that matters, anything capable of cutting through the clutter of NOISE online today, is a massive undertaking.
You have great input from some of the best Internet marketers I know. Collectively people who've provided input have made almost $100M online. Even that level of experience isn't a guarantee of anything given all the changes being wrought by mobile, social and scaled networks such as Facebook and Amazon.
The key to any B2C play is testimonials (not a bad thing to have for B2B websites either). Anytime you need me to write more about the experience of working with you and your family I will be glad to do so. I need to replace the carpet in my upstairs and you will be the only person I trust to do the job.
Good luck with creating a website that is half as special as your company.
MartyDec 4, 2012